Hello, trouble
I was tasked by MUTT to art direct and design the look & feel for the continuation of the Gerber Knives Unstoppable campaign. Using provocative photography, hand-drawn typography, and the boldest part of the campaign; two brand videos that have gotten the attention of Devour as well as thousands of viewers. MUTT have created a powerful campaign that we believe will live on for years.
My role:
Art direction, design
All contributors:
Steve Luker, Mike McCommon, Scott Cromer, Al James, Shaun Mendiola, Adam Long
It all started with a look. A moment of authenticity that sparked a campaign that would go on to sweep award shows and produce endless legendary content.
To kickoff the Gerber Knives' “Hello, Trouble” campaign, MUTT created + designed the American Expedition, a cross country trip from Portland, OR to New York City in a custom designed, off road beast, filled with knives & tools, with a scrambler out front.
In-addition to the campaign look & feel, MUTT created a custom website documenting our brand ambassadors using an infinite scroll, showcasing their lives, environments, and epic day-to-day activities, ultimately garnering a Communication Arts webpick.
Finally, MUTT brought the whole campaign to Shotshow in Las Vegas. The custom off-road capable van, the tent & knife display, and wall-length imagery to showcase the action from the American Expedition.
